Doubt it. He is just one guy who's biggest worth to the company lies in merchandise sales, not ratings or PPV buys or media sales. John Cena, despite being very popular, draws only as much as his fanbase is willing to pay for him. Dave Meltzer has stated many times that Cena's worth as a draw to the company does not resonate with his level of popularity, not even half of it. Lets not forget, Cena as a bad guy is not going to attract the same demo, kids and teens of the world. Infact, the potential risk of Cena's heel turn hurting the company, especially in merch sales and their primary topface marketing strategies they heavily rely on, far outweigh the success of it long-term to WWE.